Why Is Blogging Important?

Blog Integration On Your Website

So blogs are for crafters, DIYers and stay-at-home mommy bloggers, right? Correct! But, blogging should be used by the rest of us as well. I would like to take the time to explain the benefits of blogging from an SEO, creative and lead generating perspective. So let’s dive right in!



SEO can be defined by using different tactics to boost your sites placement on a search results page. Creating an informative and well optimized blog can help achieve just that. There are many different SEO benefits involved in blog creation. The blog section on a website is a great area to stretch your industry knowledge in a safe and flexible environment. Let’s take a look at some specific benefits.

You can try new keywords.

We all know that Google loves keywords and that the correct usage of keywords can greatly impact your site’s rankings. But, maybe you need an area to test some of those iffy and out-of-the-box keywords… well then, a blog is just what you are looking for. If there are keywords that you do not have a section for on your site right now, the blog is the perfect place to use them. You can mold the content to fit a topic that incorporates unique, long-tail, or high ranking keywords that you just haven’t found a home for yet.

You can beef up your backlink potential.

Backlinks, backlinks and more backlinks. We all want them, but how do we get them? A blog with creative and unique content is a perfect way to create content that users will want to share. A blog is a “no pressure” environment for your users to learn and research different topics related to your industry or field of expertise. When a user feels comfortable and engaged they are more likely to share information with a friend or post about it on the Intranet.

Happy Users, Happy Google

Everyone wants to be well informed, including Google. Fresh content on a website is the perfect way to keep users educated and Google happy at the same time. Blogs can answer so many different questions that a user might have. Whether you have a dedicated reader or a random reader with a random question, the blog section can accommodate both. New content also makes Google happy. As mentioned in the article, “Where Marketers Go to Grow,” new content on your site is “one more cue to Google and other search engines that your website is active and they should be checking in frequently to see what new content to surface.”


Creative and Emotional Appeal

Everyone cries, everyone likes a cool graphic and everyone likes to feel engaged. A blog is the perfect place to do all of these things in a seamless and interactive way. Also, blogs are not meant to be written by only copywriters; blogs are a great outlet to involve subject matter experts and for a better lack of terms, the nerds of the world. We can tug on those heartstrings while informing our audiences at the same time, proving that we can be their trusted expert and partner.

Writing and creating blogs is not all about the end user and reader, the process of making a blog can involve a lot of people and can take up a significant amount of time, and that’s okay! Blogging can be used by your employees to contribute to the mission and branding of the company that they work for. For example, a technical expert in a niche industry might be stuck in a lab or factory most days, but a quick Q and A with this individual can open up a plethora of blog topics and ideas.


Building Trust

Remember, a blog does not need to be treated like a professional document that is going through academic review. A blog should be written in a colloquial, conversational and educational way. You want to be able to connect with your reader in an easy and effective way. Big words and fancy effects will only get you so far if the reader can’t actually understand the content.

This goes hand in hand with my next point, establishing your expertise and partnership with the reader will solidify your users trust. Trust is very important when you are trying to create and nurture a relationship. I think one of our in-house bloggers said it best – “When you offer useful, relevant content that your customers actually want, you can build relationships that keep them coming back.”


So people are on my site, reading my blog, and finding answers to their questions, now what?

That is an excellent question, and companies in every industry that are worried about conversions probably have this very question. A blog can be used in many ways to promote certain products, events and programs, and once a user is informed about these items they can make a well-informed decision of what direction to pursue. If a customer has a question about how a certain product works or what a program has to offer and they are able to land on an educational, engaging and easily found blog, they are more likely to choose your company as their service provider.

Share It!

Also, it is important to point out that a blog post’s online presence should not only live on the website that it is created for. It is important to share the wealth and spread the knowledge all around the Internet. This can be done with a small or large scale content marketing strategy put forward by your marketing and SEO team. The blogs can be shared on Facebook, Twitter and any other platforms that make sense for the topic at hand.

So just remember, no matter who you are, blogging can be very appropriate for your audience. Have fun, take risks and remember this isn’t rocket science. Go forth and write some great content!